Samsung is turning Spider-Man’s next movie into a mobile marketing playground.
Ahead of Spider-Man: Brand New Day, the company has confirmed that Galaxy Z Flip and Galaxy Z Fold devices will appear on screen, alongside a Galaxy Watch. The bigger stunt, though, is a real-world extension of the film: a new “Spidey Tracker” website that lets fans follow Spider-Man sightings and dig into the story as it unfolds.
The tracker launches June 17 and will be available in 35 countries. Samsung says it was developed as a way to push the film’s narrative beyond the theater, with cast appearances, interviews, hidden easter eggs, content drops and fan-submitted sightings all folded into the experience. Fans will be able to follow along at SpideyTracker.com and on X at @SpideyTracker.
In the movie itself, Ned Leeds — played by Jacob Batalon — uses a Samsung device to track Spider-Man’s movements, while Peter Parker is shown using a Galaxy Z Flip. Samsung has also leaned into the visual shorthand of the brand’s foldables: the Z Flip’s compact portability, the Z Fold’s multitasking chops, and the Galaxy Watch’s always-on utility all get a little screen time.
That’s not a trivial placement. Sony’s Spider-Man films have usually been tied to Sony hardware, so Samsung stepping in with a prominent role suggests a broader, more aggressive push to make Galaxy devices feel like part of pop culture rather than just another product line. It also gives Samsung a stage to showcase the foldables it keeps trying to sell as genuinely useful, not merely flashy. If you’ve been following the company’s broader foldable strategy — including the ongoing push around newer designs and Samsung’s wider foldable plans — this fits neatly into the larger picture.
There’s a marketing angle here, sure, but there’s also a bit of franchise world-building. The Spidey Tracker is meant to feel like something Ned actually built inside the movie, then escaped into the real world. That kind of blur between fiction and product campaign is exactly where these cross-promotions work best: fans get a toy to play with, and Samsung gets to attach Galaxy to one of the summer’s biggest superhero properties.
The campaign is also expected to spill into live events and public spaces, with Spider-Man sightings, creator videos and even the possibility of a surprise appearance at a Samsung Experience Store. Samsung has hinted that the whole thing will run all summer, which means the company is hoping the movie hype can keep its devices in the conversation long after the trailer cycle cools off.
It’s not Samsung’s only recent pop-culture flex, either. The company has been busy showing off its latest hardware in unusually public ways, from Galaxy S26 deals and promotions to the broader effort to make its phones feel less like spec sheets and more like lifestyle props. This Spider-Man tie-in is simply the loudest version of that idea yet.
And yes, the timing is deliberate. Spider-Man: Brand New Day hits theaters July 31, just a couple of weeks after the Spidey Tracker goes live. If the campaign lands, Samsung gets a rare kind of product placement: one that doesn’t just sit in the background, but invites fans to interact with it, poke around, and follow the breadcrumbs like they’re part of the story.
